Brand Tone

Welcoming & Inviting, Passionate & Book-Loving, Nostalgic & Charming, Authentic & Independent, Community-Focused

Brand Values

• •Community: A core value demonstrated through its long-standing presence and engagement with local customers and initiatives.
• •Love of Reading & Discovery: The fundamental purpose is to foster a love for reading and provide a space where customers can unearth "treasures."
• •Preservation of Physical Books & Literary Heritage: As a primarily secondhand bookstore, it champions the tangible experience of books and their history.
• •Resilience & Endurance: Having successfully navigated numerous challenges in the book retail industry for nearly 50 years, demonstrating strength and commitment.
• •Authenticity & Independence: Operating as an independent entity that offers a unique, personal touch.

Best Practices

• •Embrace Storytelling: Share the stories of the books, the customers, and the shop itself. This aligns with the nostalgic and passionate tone.
• •Use Warm and Inclusive Language: Make everyone feel welcome, from avid readers to casual browsers, reinforcing the community and friendly aspect.
• •Highlight "Discovery" and "Treasure": Emphasize the joy of finding unique, secondhand books, appealing to the adventurous spirit of book lovers.
• •Be Authentic and Personal: Let the genuine passion for books and the local community shine through. Owner Wendy Baker's blog posts are a good example of this.
• •Visually Reinforce the Charm: Ensure photography and videography (especially on Instagram and TikTok) capture the cozy, "maze-like" Vibe of the physical store, complementing the written copy.

Social Perception

A Beloved Local Institution, A Haven for Book Lovers, Enduring & Respected, A Vast Treasure Trove

Copy Examples

• •Instagram/Facebook Post: "Lose yourself in three floors of stories waiting to be rediscovered. Your next literary adventure begins at The Corner Stone Bookshop, Plattsburgh's cherished independent bookstore since 1975. #CommunityRead #VintageFinds #SupportLocalPNY"
• •Website Blog Teaser: "From our shelves to your heart. Dive into our latest blog post where Wendy shares the magic of stumbling upon unexpected treasures in a place where every book has a history. #BookLovers #PlattsburghNY #TimelessReads"
• •Promotional Email Subject: "Rediscover the Joy of Reading ✨ Explore What's New (and Old!) at The Corner Stone! Body Snippet: For nearly 50 years, we've been more than just a bookstore; we're a cornerstone of the Plattsburgh community. Come browse our ever-changing collection and find your next favorite read."
• •TikTok Video Caption: "POV: You found your happy place. 📚✨ Three stories of bookish bliss. #IndependentBookstore #BookTok #Plattsburgh #CornerStoneBookshop #GetLostInABook"
• •Local Event Promotion: "Join us at The Corner Stone Bookshop for [Event Name]! Connecting our community through the power of stories for five decades. Find your adventure here. #PlattsburghEvents #ShopLocal #BookCommunity"